Viewpoint: Meeting the omni-channel fulfillment challenge

As we have for the past several years in the December issue, we’ve removed ourselves from the end-of-year prediction business and have attempted to put together an educational experience that will help you prepare for the year ahead.

In fact, after you read through this month’s News & Insight section as well as our columns, I’m going to suggest you jump over to your laptop or tablet and attend our Virtual Conference, Supply Chain Transformation: Meeting the Omni-channel Fulfillment Challenge, an event especially designed to help logistics and supply chain professionals re-engineer their operations for an intense new world.

Programmed by the editors of LM and Supply Chain Management Review, this year’s virtual conference (our 10th annual) puts the impact of omni-channel fulfillment into perspective by exploring how supply chain organizations have had to transform their transportation management, re-think their distribution processes, and apply software, systems and technology to meet new customer expectations in this competitive environment. (Visit: logisticsmgmt.com/2014_vc_bestpractices.)

And as LM readers are well aware, the pressure is on both retailers and manufacturers to deliver anything, anytime, from anywhere. This world of omni-channel fulfillment is one where mobile technology, wireless networks, and e-commerce capabilities have collided to create a new slew of challenges for logistics and supply chain professionals. And to be successful, they will need to adopt new practices, implement new technology, and shake off resistance to necessary process changes.

Not a simple task. But, I believe that the Keynote and five subsequent sessions work toward demystifying some of the most vital elements through case study examples of how supply chain organizations have adapted and continue to evolve in the omni-channel environment.

Setting the tone perfectly in this year’s Keynote, the supply chain leadership team of Sears offers attendees a 30,000-foot-view of the state of omni-channel fulfillment from their unique perspectives and then shares the details of how they’ve re-engineered the supply chain of one of the nation’s most storied retailers to meet new customer demand.

“The customer is in charge,” says Jeff Starecheski vice president of logistics services at Sears. “They have a mall in their hands and can shop using finger strokes versus footsteps. Now we need to meet those demands with our ‘always on’ transportation network and final mile solutions.”

According to Bill Hutchinson, Sear’s senior vice president of supply chain, the smartest retail supply chains will be those that transform from traditional, hierarchical supply chains, invest in relevant technology platforms, practice boundary-less leadership, and invest in talent. “Cross-functional skills and leadership are now required,” says Hutchinson.

After the high-level insight from Starecheski and Hutchinson, we dig into how to put 3PLs to work for omni-channel success; what it takes to design an omni-channel fulfillment DC; how to create a more mobile supply chain; and the importance of supply chain management software.

So, don’t bother with predictions. Instead: Get prepared. Because no matter what industry your logistics organization serves, it will likely face the omni-channel fulfillment challenge.